Who Said Custom Client Work isn't Scalable [Jarod Spiewak - CMSEO2018]

TL;DR

Jarod Spiewak discusses scalable custom SEO strategies at CMSEO 2018.

Transcript

[Applause] [Applause] [Applause] all right guys we're gonna get started in a couple minutes go ahead and find your seats get your last beers oh yeah Capel please take your seat just kidding me alright guys let's go ahead and get started so it's Tuesday essentially day two of the Chiang Mai SEO conference this is the second Chiang Mai SEO community ... Read More

Key Insights

• Jarod Spiewak emphasizes the importance of custom strategies over templated approaches in SEO, arguing that tailored solutions yield better and faster results.
• Custom strategies allow agencies to demand higher budgets and close more deals by demonstrating a deep understanding of client needs and goals.
• Spiewak introduces 'puzzle piece marketing' as a system for creating custom SEO strategies, involving a detailed blueprint process to gather necessary data.
• The blueprint process involves comprehensive audits and manual reviews to identify specific tasks needed for campaign success.
• Spiewak stresses the importance of niche specialization for effective blueprint creation, as different industries require tailored approaches.
• Custom strategies can increase client retention by delivering targeted results, making the agency an irreplaceable asset to the client's business.
• Automation and clear SOPs (Standard Operating Procedures) are crucial for efficiently implementing custom strategies at scale.
• Spiewak shares that since implementing these custom strategies, his agency has seen a 100% close rate on retainers, attributing this to the personalized approach.

Questions & Answers

Q: How does Jarod Spiewak define 'puzzle piece marketing'?

Jarod Spiewak defines 'puzzle piece marketing' as a system for creating custom SEO strategies. It involves gathering all necessary data through a detailed blueprint process, which includes comprehensive audits and manual reviews. This approach allows for the creation of a tailored roadmap, addressing the specific needs and goals of each client, ensuring more effective and efficient SEO campaigns.

Q: What are the benefits of using custom strategies in SEO according to Spiewak?

According to Jarod Spiewak, custom strategies in SEO offer several benefits, including the ability to demand higher budgets, close more deals, and increase client retention. By demonstrating a deep understanding of client needs and goals, agencies can deliver targeted results, making them irreplaceable assets. Custom strategies also lead to faster results and higher ROI, as they focus on the specific requirements of each client.

Q: Why does Spiewak emphasize niche specialization for blueprint creation?

Jarod Spiewak emphasizes niche specialization for blueprint creation because different industries have unique SEO requirements. A one-size-fits-all approach is ineffective, as the strategies and tasks needed for success vary greatly across sectors. By specializing in a niche, agencies can develop tailored blueprints that address the specific challenges and opportunities within that industry, leading to more effective and efficient campaigns.

Q: How has Spiewak's agency benefited from implementing custom strategies?

Since implementing custom strategies, Jarod Spiewak's agency has benefited significantly, achieving a 100% close rate on retainers. This success is attributed to the personalized approach, which demonstrates a deep understanding of client needs and goals. The tailored strategies lead to better results, higher ROI, and increased client retention, making the agency an invaluable partner to its clients.

Q: What role do automation and SOPs play in delivering custom strategies?

Automation and SOPs (Standard Operating Procedures) play a crucial role in delivering custom strategies efficiently. They streamline processes, reduce manual work, and ensure consistency in campaign execution. By automating routine tasks and having clear SOPs, agencies can focus on strategic planning and customization, allowing them to scale personalized services without compromising quality or effectiveness.

Q: What challenges might agencies face when selling blueprints to clients?

Agencies might face challenges when selling blueprints to clients who are hesitant to pay for planning services. Some clients may view the blueprint as unnecessary, preferring to jump straight into execution. Spiewak suggests that such clients may not be ideal, as they are looking for task completion rather than strategic partnership. Educating clients on the value of detailed planning and its impact on campaign success can help overcome this hurdle.

Q: How does Spiewak suggest agencies handle clients with specific content needs?

Spiewak suggests that agencies handle clients with specific content needs by paying attention to their preferences and behaviors. For example, if a client cares about certain metrics or content formats, agencies should tailor their reports and deliverables accordingly. This customization shows clients that their unique needs are understood and addressed, enhancing client satisfaction and retention.

Q: What analogy does Spiewak use to explain the concept of custom strategies?

Jarod Spiewak uses the analogy of ordering a customized burger at a restaurant to explain the concept of custom strategies. Just as a cook can modify a burger by adding or removing ingredients based on a customer's preferences, agencies can tailor SEO strategies by selecting and prioritizing tasks that address the specific needs of each client. This approach ensures that the final 'product' aligns with the client's unique goals and requirements.

Summary & Key Takeaways

• Jarod Spiewak discusses the benefits of custom SEO strategies, emphasizing their ability to deliver better results and higher ROI compared to templated approaches. He introduces 'puzzle piece marketing,' a system that involves creating detailed blueprints to tailor campaigns to individual client needs.

• The blueprint process involves comprehensive audits and manual reviews to gather necessary data, allowing agencies to create a roadmap for success. Spiewak highlights the importance of niche specialization, as different industries require unique approaches to SEO.

• Spiewak's agency has achieved a 100% close rate on retainers since implementing custom strategies, demonstrating their effectiveness. Automation and clear SOPs play a crucial role in efficiently delivering these personalized services at scale, making the agency an invaluable partner to clients.